Visual Rhetoric and Text Image Relations of Corporate Advertisements during the Pandemic | ||
| مجلة البحث العلمي في الآداب | ||
| Article 5, Volume 26, Issue 7, October 2025, Pages 73-99 PDF (825.58 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jssa.2025.400333.1748 | ||
| Author | ||
| Seham O. Abdelaziz* | ||
| Faculty of Languages and Translation, Sadat Academy for Management Sciences, Egypt. | ||
| Abstract | ||
| This study examines the use of visual rhetoric and text-image relations in corporate advertisements during the COVID-19 pandemic. Nine corporate advertisements that use pandemic-related themes are analyzed using Maes and Schilperoord's (2007) interpretation of visual rhetoric, and Martinec and Salway's (2005) multimodal discourse framework of text-image relations. The study identifies common COVID-19 themes that are used by these businesses in their corporate advertisements and investigates their perceptual and conceptual interpretation with text-image relationships. Results show that the corporate advertisements analyzed used one of four COVID-19 themes: social distancing, mask-wearing, lockdown, and solidarity messages. They adapted logos and redesigned the advertisement conceptually and perceptually to positively fit the COVID-19 message. Text and image functioned in equal or complementary status relations, improving the emotional involvement and intelligibility of the message. During the COVID-19 pandemic, brands retained consumer trust and encouraged social solidarity, combining conceptual, perceptual rhetoric tools, and effective use of text-image relationships. | ||
| Keywords | ||
| Maes and Schilperoord's (2007); Martinec and Salway's (2005) text-image relations; COVID-19 in the media; Corporate Advertisements; multi-modal analysis of advertisements | ||
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